One in three Americans is set to watch the World Cup this summer, leading many brands to look into last-minute partnerships, proximity marketing initiatives and social campaigns tied to the tournament.

Crumbl and Olipop are getting into the spirit of soccer this summer, with product releases and activations tied to the World Cup.

The 2026 FIFA World Cup will bring billions to host nations. Analysts expect a surge in spending on hotels, airlines, and retail. Beer sales are also set to rise. Media companies…